Core Viewpoint - The article highlights the hidden and routine characteristics of private live streaming targeting the elderly, which operates in closed environments like WeChat groups, exclusive links, and encrypted live rooms, making regulatory oversight challenging [1][20]. Group 1: Operation of Private Live Streaming - Private live streaming sessions are often conducted by individuals posing as medical experts, promoting various health products, including prescription drugs, to elderly participants [2][6]. - The live streaming sessions are initiated through private WeChat groups, where entry is controlled by group owners who vet members [3][5]. - Participants are required to engage in activities such as signing in and answering questions to maintain their membership and access to live streams, which fosters user engagement [18][17]. Group 2: Regulatory Challenges - The private nature of these live streams complicates platform regulation, as they employ various tactics to evade oversight, such as using exclusive mini-programs and changing names when banned [20][21]. - Regulatory bodies have identified the sale of prescription drugs through these channels as a violation of advertising laws, emphasizing the need for stricter oversight [12][13]. - Suggestions for improving regulation include incorporating mini-programs into oversight frameworks and establishing consumer protection mechanisms specifically for elderly users [21]. Group 3: Consumer Vulnerability - Many elderly individuals are drawn into these private live streams, often leading to significant financial expenditures on unverified health products [2][3]. - The article discusses the psychological and cognitive vulnerabilities of elderly consumers, which are exploited by targeted marketing strategies in these private groups [21]. - The need for a support system for families of elderly consumers is highlighted, suggesting that family members should be informed of significant expenditures made by their elderly relatives [21].